Business, international

Breakfast cereal

Article Abstract:

The breakfast cereal market in the U.K. was worth 1.06 billion pounds sterling in 1995 and totalled 414,000 t. The market is reasonably mature and its value grew by just 4.1% between 1994 and 1995. The breakfast cereal market is divided into three sectors: hot cereals, family cereals and children's cereals. The largest sector is family cereals, accounting for 65% of the total market and worth 691 million pounds sterling in 1995. It is expected that the market will fall to 1.05 billion pounds sterling by 2000. The leading player in the market is Kellogg's, with a 43% value share.

Breakfast cereals

Article Abstract:

UK sales of breakfast cereals reached 1,081 million pounds sterling in 1997, with the family cereal sector making up 68.7% of the market at 743 million pounds sterling. Children's cereals was the best performing sector, increasing in value by 34.7% from 1993 to 1997. Working mothers see cereals as a quick but nutritious start to the day for their children. This trend will help increase the value of the breakfast cereal sector to 1,135 million pounds sterling by 2002. The biggest growing sector is predicted to be hot cereals.